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SPARK's Data-Processing Power Is a Game-Changer for Event Profs


As the complexity of event management escalates, the new SPARK AI software solution stands out as a performance game-changer through its qualitative analytical functionality. This powerful feature of SPARK not only streamlines the operational aspects of event planning but easily provides event performance insights that event owners are now demanding. 

As we delve deeper into the benefits of SPARK for business event organizers and event marketers, two key advantages emerge: immediate productivity benefits and immediate performance benefits.

Immediate Productivity Benefits

One of SPARK’s major immediate productivity benefits is efficient data processing. SPARK’s ability to quickly analyze vast amounts of feedback and data means event professionals can save hours or even days that would otherwise be spent manually sifting through post-event surveys, social media interactions and participant reviews. This rapid processing allows for quicker turnaround times, enabling teams to focus their efforts on strategic improvements rather than getting bogged down in data analysis.

 [Related: An Introduction to PCMA’s AI Tool, Project SPARK]

Immediate Performance Benefits

Another benefit of SPARK is enhanced event customization. By leveraging SPARK’s insights, event professionals can tailor their events more precisely to meet the expectations and interests of their audiences. This customization leads to higher participant satisfaction, increased engagement and stronger loyalty. Events become not just gatherings but experiences that resonate deeply with participants, setting a new standard for success in the industry.

SPARK’s qualitative analysis tool does more than just crunch data; with just a few clicks, it transforms raw survey feedback or session data into a strategic asset. This allows event organizers to make informed decisions that directly impact the quality and relevance of their events. Whether it’s adjusting the event format, refining the content or selecting speakers that align with audience interests, SPARK provides a clear direction based on solid data.

Our industry has consistently made the case that business events drive powerful business outcomes. SPARK is the performance tool that makes telling that story easier. Event professionals are telling us they want more analytic functionality in the tool because the demand for compelling data-driven insights from business events is growing—and we are thrilled to make that happen.


[Related: Game Changer: Sherrif Karamat on PCMA’s New Project Spark AI Release]

SPARK’s analytical prowess offers immediate productivity and performance benefits, making it an indispensable tool for business event organizers. By harnessing the power of SPARK, the event industry is poised to enter a new era of efficiency and excellence, where data-driven decisions lead to unparalleled event experiences and business outcomes.

Stay tuned in upcoming issues of Meetings Today and online at for additional use-case scenarios in which SPARK can help in your job planning meetings and events.

To learn more about SPARK, visit  

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About the author
Bruce MacMillan

Chief Innovation Officer at PCMA Bruce MacMillan is a seasoned professional with a rich background in strategic marketing, technology integration and change management. At PCMA, he integrates events, MARCOMM, editorial content and technology to elevate performance and audience engagement. MacMillan is PCMA’s executive lead in Project SPARK—PCMA’s AI start-up with GEVME—and also leads the management of PCMA’s business intelligence consultancy, PCMA Insights.